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Study of Usage of Gamification in E-...

Bakshi, Kanav.

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Study of Usage of Gamification in E-retail in India.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Study of Usage of Gamification in E-retail in India./
Author:	Bakshi, Kanav.
Description:	72 p.
Notes:	Source: Masters Abstracts International, Volume: 54-02.
Contained By:	Masters Abstracts International54-02(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1528461
ISBN:	9781321473056

Study of Usage of Gamification in E-retail in India.
Bakshi, Kanav.

Study of Usage of Gamification in E-retail in India. - 72 p.

Source: Masters Abstracts International, Volume: 54-02.

Thesis (M.A.)--MICA (Mudra Institute of Communications, Ahmedabad) (India), 2014.

Recent innovations and trends reveal that gamification is penetrating different domains like health, education, marketing, enterprises and e-commerce. Research states that though Gamification as a term gained popularity in 2011 but the use of game elements in non-game context is not very recent. Euromonitor International's 'Top 10 Consumer Trends' report discloses that 'technology driven shopping culture' has led e-retailers and lifestyle brands to use gamification to engage consumers and create a better shopping experience. However information regarding the use of gamification in Indian context is limited.

ISBN: 9781321473056Subjects--Topical Terms:

536353
Marketing.

Study of Usage of Gamification in E-retail in India.
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100 1 $a Bakshi, Kanav. $3 3179422
245 1 0 $a Study of Usage of Gamification in E-retail in India.
300 $a 72 p.
500 $a Source: Masters Abstracts International, Volume: 54-02.
502 $a Thesis (M.A.)--MICA (Mudra Institute of Communications, Ahmedabad) (India), 2014.
520 $a Recent innovations and trends reveal that gamification is penetrating different domains like health, education, marketing, enterprises and e-commerce. Research states that though Gamification as a term gained popularity in 2011 but the use of game elements in non-game context is not very recent. Euromonitor International's 'Top 10 Consumer Trends' report discloses that 'technology driven shopping culture' has led e-retailers and lifestyle brands to use gamification to engage consumers and create a better shopping experience. However information regarding the use of gamification in Indian context is limited.
520 $a This research paper examines the use of gamification in the top e-retail sites in India. Different core motivational drivers used in different gamified process within the e-retail sites were examined through 'Octalysis: Compete Gamification Framework'. The research also includes user response towards the gamified process among these sites. Shopping with Consumer (SWC) was used as a qualitative research tool to gauge those response.
520 $a The analysis conducted revealed that none of the top e-retail sites are entirely gamified, however use of game mechanics in some process of these e-retailer was observed in loyalty programs, promotional offers and innovations. Indian e-retailers depended majorly on positive and right brained motivators to attract customers. The SWC result findings showed that the online shoppers noticed and interacted with gamified processes in their shopping journey. Most of those experiences were positive. However disinterest towards loyalty programs was observed due to under justification. Overall research shows that the Indian online shopper is seeking gamified processes but the top e-retailers have still a long way ahead.
590 $a School code: 1818.
650 4 $a Marketing. $3 536353
650 4 $a Web studies. $3 2122754
650 4 $a South Asian studies. $3 3172880
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710 2 $a MICA (Mudra Institute of Communications, Ahmedabad) (India). $3 3179423
773 0 $t Masters Abstracts International $g 54-02(E).
790 $a 1818
791 $a M.A.
792 $a 2014
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1528461